Weyers/Democrat photo
New Beginnings on High St. promoted Plaid Friday with a rack of previously worn plaid shirts on the sidewalk and a sign asking passersby to “Shop local. Shop Somersworth.”

SOMERSWORTH — While hundreds braved the cold and fought early-morning mayhem for all the latest and greatest holiday gifts at large chain stores, others chose to take a more laid back approach to the day after they gave thanks for what they already have.

As part of the nationwide “Shift Your Shopping” movement, many Seacoast residents bid adieu to the long lines, doorbuster deals and general chaos of Black Friday for a more local approach: Plaid Friday.

Several shops along High St. flew plaid flags outside their stores, wore plaid and offered incentives for costumers on Friday. Some shoppers sported their favorite plaid shirts or newly purchased plaid attire to show support for shopping at local businesses during reasonable hours on the day after Thanksgiving and keeping their dollars in their own communities.

Sherry Soldati, owner of Poppy Seed Studio, said it had been a very good morning.

“It’s wonderful. It has been busy all morning,” she said.

Soldati said the customers coming in on Plaid Friday were all “very conscious” of their choice to shop local and support local businesses.

Soldati opened her store ten years ago on what she said was “formerly Black Friday.” For her, Plaid Friday is something she has seen brewing for the past five years.

“Black Friday is all about the economic; about the big chain stores making the money they need to make,” she said. “Plaid Friday weaves us together as a community.”

Soldati explained that plaid was chosen specifically as it is a fabric made of many different types of thread.

“Each thread is unique and brings its own perspective,” she said. “Together, it weaves the fabric of the community.”

She said shopping local keeps more money in small towns and cities rather than going to CEOs so they can spend it elsewhere.

“We want money to stay in the community,” she said. “And not just Somersworth, the community to me is really the Seacoast region.”

As part of Plaid Friday, Poppy Seed offered customers a special gift with purchase, sale on ornaments and raffle of a felt plaid reindeer.

“It’s nice to walk away with a little something extra,” she said of the incentives.

Donna Saucier, owner of Now and Then, also flew a plaid flag and offered customers a gift with purchase and raffle.

“It’s going well,” she said. “I don’t know if a lot of people know about it though.”

Saucier opened her shop more than eight years ago and hopes the downtown revitalization project will attract more businesses and customers once it is completed next year.

She said she buys as many local items as she can to stock her shop and also utilizes local artists.

“I think it’s nice to buy things you can’t get at box stores,” she said. “We have a lot of one of a kind items.”

Down the street from Now and Then, New Beginnings also flew a plaid flag and had a rack of plaid shirts for sale on the sidewalk. The sign read, “Stay out of the big box stores and buy your Christmas gifts at local independent shops instead! Shop local. Shop Somersworth.”

Volunteer Berni Cwiertniewicz said of Plaid Friday, “It seems to be doing pretty good for us ... We’ve been busy.”

Tucked away behind the main strip of shops on High St., Toys from the Attic, located in the Somersworth Plaza, was seeing less foot traffic.

Don Berrios opened the shop 13 years ago and has hoped to see the downtown become more developed for even longer.

“It’s tough here,” he said. “We have no ‘destination.’ It’s not foot-traffic friendly. No one wants to come to downtown Somersworth to shop.”

Berrios said he has opened his store early a couple times for Black Friday, but sees little point in it.

“If someone wants a deal, I’ll give them one,” he said. “I don’t need a Black Friday because I give good deals all year.”

Also giving great deals, Yellow Zebra was offering 75-percent off everything in the store.

“It’s not because of Black Friday though,” said owner Laura Robbins. “We’re moving to North Carolina.”

She said the store has done well in the Hilltop City and was seeing a lot of customers Friday morning as well.